Tone of Voice Guide

TOV Guide /
Brand Voice Guide /
Style Guide /



A tone of voice (TOV) guide is the second half of your brand book. The first half defines the look and feel, the second governs how your brand speaks – it is the blueprint to achieving a unified and recognizable personality, and the ultimate tool to help you stand out.

Over the years, Straight has produced a range of TOV guides for various clients and industries, in Hong Kong, or in China. A guide’s format can vary from 5 or 6-page charts detailing your personality traits, with how-to and how-not-to writing samples, to a bigger-scale guide book covering tone samples for every content asset and customer service scenario.

Depending on your needs, we can develop your company’s TOV either from scratch, from your current brand guide, or through interviews and discovery sessions.


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But not linear.

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